Kova Commerce

Proposal for Olverum · 11 November 2026 · from Casey Snow

Prepared for Jessica, Olverum

Getting Meta to find Olverum's next lifetime customers

You told me keeping customers isn't the problem. Getting them in the first place is. Your creative, email and socials are working, and Meta is the piece that isn't there yet. Here is how I would work with you on it, what it costs, and what I'd suggest next.

From our call

family-run, now growing its own D2C
Since 1931
a month on Meta today, only just starting to return
~£4,000
of Feels Like Summer kit buyers have bought again
23%
new email subscribers from the Do Not Disturb kit
950

What I heard

A lot is working. Meta is the gap.

This is my summary of our call, so you can check I understood it properly. Tell me if I've got anything wrong.

Working well

  • D2C is growing fast. September and October looked like a normal December, and sales are close to doubling month on month.
  • Email, CRM and socials. Your email agency's flows and twice-weekly campaigns are performing.
  • Acquisition kits. Feels Like Summer sold 500 units in a couple of weeks, pushed through Meta. Do Not Disturb has added 950 subscribers so far.
  • In-house creative. Bringing the ads in-house has beaten what the creative agency made.
  • One story a month. Telling the same story everywhere works: the July dry body oil focus gave a big lift that has kept growing.

Not there yet

  • Meta only works with an offer. The kits do well. Ads for products like the dry body oil and firming body moisturiser haven't.
  • No real partner. After a bad agency experience this year, the ads are set up by someone else and you rarely see what happens or why.
  • Google is a blind spot. It's running, but you don't have eyes on it and replies take days.
  • Few people on screen. Most ads are product only, and there are no creator ads yet. UK creators have quoted £5,000 to £10,000.
  • Finding the voice. Learning how to talk to your customer through ads, and keeping every ad on brand.
"There should be no reason why we can't make it work. It's just figuring out that magic formula."
Jessica, on Meta as the biggest opportunity for next year

Your core customer

Women, 45 to 55

Aspirational ads work for her. Pain-point ads haven't.
Sees an adoften more than once
Hears it from othersan influencer she trusts
Does her researcha considered purchase
Buys, and staysshe becomes a loyal customer

What that means for ads: the ones working best are reels of a woman in her 50s using the products in her day. That's the thread to pull on.

Where I'd start

Start where you asked me to.

"Take a deep dive first of all, all of the ads that we have run, what has worked, what hasn't worked, tell us what we need to create more of... and then figure out how to optimise them."

Jessica, when I asked where you'd want my focus

First

Look back properly

Understand what has really happened so far, before changing anything.

  • Every Meta ad you've run, what worked, what didn't, and why.
  • A content diversity audit: what to make more of, and what's missing.
  • Eyes on Google, so you know what it's doing and what it brings back.
  • A plan built from your margins, so we know what a new customer can cost.

Then

Give your team direction

You make the content. I tell you what to make, and why.

  • More people on screen. Someone in-house to start, plus small creators at around £100 to £200 for a few videos each.
  • Ideas from data: your customer persona plus what's getting spend for other brands in the Ads Library.
  • Ad copy in Olverum's voice, aspirational rather than pain point.

Every month

Run it and keep improving

Your always-on ads and each month's story, working together.

  • Meta and Google run in your accounts: evergreen bath oil, the monthly story and the next acquisition offer.
  • Scale what works, cut what doesn't, so the right ad sets reach the right people.
  • Calls when they help, weekly, every other week or monthly, plus updates and a direct line between.

How I work

The MARGIN method, applied to Olverum.

Six steps, with AI doing the heavy reading in each one and a person making every call. Here is what each step would mean for you.

Margins

A strategy built on your margins.

Breakeven by product, so we know what a new customer can cost on a £20 kit compared with a full-size bath oil.

Acquisition

Built around your goals.

New customers first, as you asked, with the cost of each one tracked against a target.

Retention

What repeat buyers are worth.

Your strength. Repeat buyers, membership and email tell us how much we can afford to pay to win someone new.

Get the offer right

The offer that brings people in profitably.

Kits work. Compare kits, sample packs, bundles and the bath oil as ways in, and plan for when Do Not Disturb ends this month.

Iterate

One test at a time, keep what wins.

Tests lined up with each month's story, with the winners written down and fed into the next brief.

A number for every month

A forecast you can hold me to.

A D2C forecast updated with real results, so you and Adam always know where you stand.

It is not only ads. What the tests teach shapes your offers, emails and products too.

Options and fees

Three ways to work together. One fits today.

Each option lists its scope below. The paid media fee is set by how much you spend on ads, and at your current spend the £2,000 option covers everything you asked for, including Kova Forecast.

Where your ad spend sits

Monthly ad spend. Meta is about £4,000 today. We didn't go into Google spend on the call.

Recommended for Olverum

Paid media and consulting

£2,000 per month

Up to £40k monthly ad spend

Me as your fractional, in-house paid media lead: the plan, the ads and the creative direction.

Scope: what's included

  • Meta and Google run end to end, in your accounts
  • The deep dive on every ad you've run, then ongoing optimisation
  • Creative direction for your in-house team, and ad copy in your voice
  • Content diversity audit: what to make more of, and what's missing
  • AI content ideas built from your customer persona
  • An annual plan built from your margins
  • Async updates on results, flexible calls, and Slack or WhatsApp any time

IncludedKova Forecast

Your own forecast for Olverum, built from your sales history and margins, and checked against your store every day.

  • Monthly plan vs actuals. A target for every month, with real results alongside it as the year goes.
  • Track page. Where this month stands against plan, new and returning customer revenue, and where the month is likely to land.
  • Q4 Plan, a daily tracker. November and December planned day by day, then checked daily against actual revenue, spend and return on ad spend.
  • A daily and weekly email, so you know where you stand without logging in.

Not included: making the content, email marketing and site conversion work. Your team and email agency keep those.

Why it fitsYour spend sits well inside this tier, and it covers the deep dive, the creative direction and the day-to-day running you asked for. Your email agency and in-house team keep doing what they do well.

Paid media and consulting

£3,000 per month

Over £40k monthly ad spend

The same core service as the £2,000 option, for brands spending more than £40,000 a month on ads.

Scope: what's included

  • Everything in the £2,000 option
  • Meta and Google run end to end, in your accounts
  • Creative direction, ad copy, content diversity audit and AI content ideas
  • Kova Forecast: monthly plan vs actuals, the Track page and the Q4 Plan daily tracker
  • Annual plan, async updates, flexible calls, Slack or WhatsApp

What's different: only the spend level. A larger budget means more campaigns to run, test and report on. The scope is the same.

Not todayYour Meta spend is about a tenth of this threshold. This only becomes relevant if spend grows past £40,000 a month.

Fractional growth partner

~£5,000 per month

A much broader remit

Closer to a part-time growth lead across the business, not just paid media.

Scope: what's included

  • Everything in paid media and consulting, including Kova Forecast
  • Email marketing: Klaviyo flows and campaigns
  • CRO: site conversion reviews
  • Offer, bundle and Q4 planning
  • A wider growth remit across the business
Not the right fitYour email is already working with a good agency, your creative is in-house, and this fee would be more than your Meta budget today. The gap is paid media, and the £2,000 option is built for exactly that.

Month to month Ad accounts, pixel and data stay in your name All prices in GBP, per month

Demo

See the forecasting system for yourself.

On the call I mentioned the forecasting software every plan is built on. This is Kova Forecast running on an example store with made-up numbers. Worth a look before we talk again, and worth showing Adam.

  • The annual plan and monthly targets
  • Daily tracking against the forecast
  • The daily and weekly email
Your demo link
Open Kova Forecast
Access
No password needed. The link is personal to you and works until 18 November.

If you have any trouble getting in, reply to my email and I'll sort it.

Staying in touch

As much contact as you want, and no more.

  • Daily and weekly emails

    Kova Forecast sends these automatically, so you always know where you stand.

  • Updates from me

    A written update on results, often with a short video walking through them.

  • Calls that fit the season

    Weekly if you'd like. With the updates, every other week or once a month often works in quieter months. It's flexible.

  • Slack or WhatsApp

    Reach me any time, for anything.

Next steps

What happens from here.

  1. Review with Adam

    Take this to Adam and see if it makes sense for you both.

  2. Look around the demo

    See how the plan and the daily tracking work in practice.

  3. Give me a look around

    If you want to go further, share access so I can look around your ad accounts before we talk.

  4. A call with you and Adam

    Go through what I find, the numbers and the technical side, and agree a start.